Nothing like going back to search engine optimization basics, there are no secrets in SEO, just overlapping processes which yield favorable results when combined or on the contrary hinder other processes from maturing to optimal efficiency.
The rule of thumb is, using solid fundamentals such as optimizing your site architecture, writing impeccable content and using strategic internal links, contribute immensely in securing a solid reputation for your site when off-page factors (such as link building and link popularity) are added to the mix.
Here are 3 things about search engine optimization you should know:
1) Refresh your content regularly.
By refining your on-page factors frequently you accomplish 2 things. The first thing, you have the opportunity to polish the grammar the flow or amend lackluster areas which lack a proper call to action and invigorate your copy to sell, generate leads or provide a wonderful user experience.
In addition, search engine spiders are keen to noticed updates and will drop by to scribe the alterations in your site. If the changes reflect or facilitate a more useful demeanor, then your ranking and relevance will improve for specific queries.
2) Link to yourself with the anchor text you want to rank for.
If you do not link to your content from other pages in your own site, what message are you sending search engines. Your pages are their very own authority over time when your site hits a critical stage of content and traffic.
It is not about quantity as much as it is about quality when it comes to links. For example since the homepage is usually the strongest in a site, limit the outbound links to 10 from that page and make sure that every link from the home page matters and goes to a page you want to rank well in search engines.
The destination page will get a clearly distinctive boost for the text in the phrase, so think "exact match" or stick with the root phrase to be safe. Also, don't just drop links, write proper copy in context to add weight to the anchor.
Spiders read and interpret the surrounding text around a link to seek out additional related clusters of data. If there is no related context, the value of the link may not pass as much link weight and value.
3) The higher number of quality pages your site has about a topic, the higher your site rank.
It is no surprise that you may often see companies that rank for extremely competitive terms. One quick method is to have the keywords in the domain name, this can shave months off of optimization time and have your site ranking fresh out of the box, but more importantly, it truly boils down to content.
Each page in your site offers another opportunity for search engines to grade it and determine which audience and or search terms correlate to the information on the pages. The more content that is tailored to a range of keywords, the higher the relevance score for those terms.
Each market has a different threshold, since each industry is based on different needs. Therefore each SEO campaign should be structured according to the benchmarks for that niche.
For product based sites the content is the product. Product based sites have tendency of having thousands of pages (which are a great asset in the long run) as each page indexed already has the approval of the spiders.
As a result, with a clearly determined site architecture combined with a robust yet simplistic use of tags or internal links (linking to distinct pages with distinct text), such sites can acquire high ranking positions from using a "strength in numbers strategy".
Each page is like a piece of a puzzle that when combined creates a massive ranking juggernaut. Even though there is not a great amount of text on each page (despite a product description).
If the title and meta tags are harnessed properly that can provide more than enough continuity (if the main keywords are in each page title) to topple the relevance meter in their favor and push those pages above the fold for most searches.
This is one example of how such a strategy would be great for product based sites with manufacturers and model numbers, but using this strategy with a content rich site from another industry may not be as effective.
In closing, finding the right balance of optimization, content and structure is imperative for long term search engine positioning.
No need to look beyond the factors you have control over when trying to impact factors you do not (search engine rankings). However, by creating appealing content, relevant value propositions and writing quality content (which are the cornerstones of the algorithm) as your site matures it does so with solid fundamentals intact.
Jeffrey L. Smith is an seasoned search engine optimization expert and founder of SEO Design Solutions search engine optimization company. Jeffrey has been involved in internet marketing since 1995 and brings fresh optimization methods and SEO web design services to companies seeking organic search engine placement.